I’m not a fan of granular campaign improvement strategies.
You will never hit it big by changing button colours or extensive cutting.
A loser needs bold actions to become a winner.
Finding a better offer or running on a different traffic source can move the needle in a big way.
Nevertheless don’t waste too much time with those tasks.
Learn to differentiate winners from losers early on, then focus on the winners with all you have.
Spotting a winner is not all too hard, you know a winner when you see it.
You get lots of traffic, conversions are flying in and you have several profitable placements.
Use the following advanced campaign optimization strategies to push potential winners over the finish line.
Back Button Funnel
As online marketer we rarely take care of users that say no to our offer.
Take a look at your average conversion rate.
You will quickly realize that ignoring 99% of your traffic can’t be a good idea.
Let’s enter the back button funnel.
30-50% of mobile users click on the back button.
The back button funnel sets the clock to zero and provides you another chance.
Use the back-button script to redirect users to a site of your choosing, when they click the back-button (you can find the script on Adplexity).
I found the following sequence to provide the best results.
- The first back-button click sends the user to the same lander & offer. Chances are high that the user clicked the back button before he has even seen your landing page. By showing the same lander a second time, you give your initial combo another chance.
- The second back-button click sends the user to a new lander combined with your original offer. Your original lander does not work for the user, however he has never made it to the offer page. By showing a new lander / angle you give your original offer a last chance.
- The third back-button click sends the user to a different vertical. Your original offer and lander won’t fly for the user. A new vertical gives you the chance to find something that is more interesting for the user.
- The fourth back-button click sends the user to a smart-link / monetizer tool. With every back-button click a conversion becomes less realistic. It’s time to move on. Sending the user to a monetizer tool is the perfect way to say goodbye.
High Impact Copywriting
I’m not a fan of trying to improve the landing page.
For most verticals the landing pages are pretty advanced and have been tested with millions or even billions of impressions.
I rather invest my time into other tasks that provide a higher leverage.
However the headline of the landing page has a big impact.
Most user never read beyond the headline.
Most user never even read beyond the initial alert box.
If you want to improve the copy of the lander, focus on those two.
Test slight variations of the original headline, but as well complete different angles.
Keep it simple, never try to write smart or sophisticated headlines.
The users you’re trying to convince are not the “smartest”.
Fear, anxiety, pleasure and hope selling best.
Emotions are steroids for conversions.
Dynamic Offer Rotation
Sometimes even a winning offer has a bad day.
The offer page loads slow, the redirect speed might be off or there is a problem with the carrier.
There are many variables that can tank the offer performance for a day or two.
If you run big volume a single bad day can cost you quickly x,xxx/day.
But there is something you can do about it.
Let’s enter dynamic offer rotation.
If you have at least 2 offers that perform well, you can start your day with evenly allocated traffic.
After a couple of hours you switch all the traffic to the better performing offer.
Rinse & Repeat on the next day.
This way you can catch and counter bad days for an offer fast and efficient.
Targeting IP Ranges
Most Pin submit offers need carrier traffic to work well.
Targeting carrier traffic is still a pretty wide net to fish with.
Wouldn’t it be nice to target only people that have a high chance of converting?
Let’s enter IP-Range targeting.
Some traffic sources allow you to target a specific range of IPs.
You only buy traffic that comes from an IP in your predefined range.
Either analyze your data to find IP-Ranges that work well with your offer, or ask your affiliate manager to provide you IP-Ranges.
If you run several offers, start without targeting IP-Ranges.
Once you have identified the best performing offer, you can apply the additional targeting.
Testing Different Traffic Sources & Types
A campaign that works perfectly fine on traffic source A can totally bomb on traffic source B.
The most important aspects are inventory size, traffic quality and the market rate.
A traffic source with a tiny inventory is not worth your time.
You should be able to spend at least $100-200 per day.
If the average bid is too high, you will have a hard time pulling in profits.
In an expensive market environment, your campaign needs to be so much better to be profitable.
To find a big enough inventory with reasonable bids I test all of my campaigns on at least 2 traffic sources.
You can simply split your initial budget 50:50.
Display traffic has gotten a bit out of fashion lately.
The traffic exchanges are not working so well anymore.
However you still can make good money with display advertising on traffic sources that have their own inventory.
Especially the banner traffic of the adult sources are still going strong.
Just run your original campaign on those sources with some download / play banners.
Keep all other targeting options the same.